A detailed look at Nike Basketball’s Area 72 space from All-Star weekend in Houston



Nike Basketball pulled out all the stops during All-Star weekend to showcase its extraterrestrial lineup of special edition kicks that would be worn by Kobe Bryant, LeBron James, and Kevin Durant during the NBA’s midseason exhibition.

Setting up shop inside the Houston Galleria mall, Nike created an Area 72 retail space that allowed fans to get the full space-age experience. It was impossible to miss the large black dome in the center of the mall’s lower level that housed the exhibit — it was eye-catching from above, and even at a distance.


Once inside, fans enter a hallway with silver “space boot” versions of the shoes lining the walls, which leads them into the main area of the exhibit.


After passing through the hallway, you find yourself in the center of things, where the real All-Star edition shoes are all on display. This was one of the cooler parts of the experience, where everyone entering received an access card with a unique code on it.


Visitors walked around the exhibit where the shoes were encased in glass, and got to enter their code on a keypad. If the display read “access denied,” they didn’t win anything. But if it lit up with “access granted,” a key was revealed and they could unlock their size of the pair of shoes that they had just won.

One young man really wanted to win badly, and would rest his head against the display, eyes closed as he was deep in meditation (or perhaps prayer) before entering his code on the keypad. Unfortunately, he wasn’t among the chosen ones, and let out an exasperated yelp after being denied at all three tries.

There was plenty more detail to see, including video displays featuring Bryant, James, and Durant. Near the display’s exit was a customization booth, where merchandise that included socks, shirts, and track jackets could be special-ordered with various Area 72 design options. This was packed consistently throughout the weekend, and orders took between 1-2 hours to complete.


Nike held player appearances at the space throughout the weekend, which included the three biggest names in the game whose shoes were prominently featured. The crowds were at times alost unmanageable, which speaks to the success of the space, as well as to the popularity of the NBA and the merchandise supporting the league fans love to watch.

During my visit, I caught up with Erick Goto, a member of the design team that created all of this. One of the more interesting things we discussed was how the design process for the All-Star edition shoes, as well as the theme that would carry the company’s vision throughout the weekend, was over a year in the making.

As we talked about all that went into the design process, Goto was like an actor who works on a film a year or more before it’s released, and then has to discuss it again after it’s become a distant part of his professional past.

“Up until a couple weeks, ago, I really didn’t know how excited to be about this whole thing,” he said. “But seeing all the images of how the space would look, I got so excited because you know, you’re working on it a year ago, and you’re done with that stuff. It was so long ago.”

Goto said the design team was surprised with how popular the space-age themes have become, beginning with the Galaxy editions that carried the 2012 All-Star weekend in Orlando through to the extraterrestrial theme that was omnipresent in Houston.

“We were surprised,” he said. “We definitely didn’t think that it would cause as much chaos as it did last year, but it’s great. And that’s kind of what pushes the creativity for the team. We’re always trying to make sure we deliver something special.”

The detail and design that was put into each player’s special edition shoe is truly something to behold, as was the retail space that came together for the All-Star weekend celebration. Seeing the space in its finished form made it well worth all the hard work the design team put into it, beginning more than 12 months before the final vision was realized.

“This totally made it worth it,” Goto said. “It totally brought a tear to my eye. People were down here a couple of days [before the opening] just sending me pictures of how the space was building out, and I was like, no way! I got totally excited. We worked on the product so long ago thinking, ‘it would be cool if they did this, or it would be cool if they did that.’ But they actually made everything happen.”

Nike Basketball Area 72 space at All-Star weekend in Houston

Report: Bulls close to deal with former Celtic R.J. Hunter

BOSTON, MA - OCTOBER 17:  R.J. Hunter #28 of the Boston Celtics carries the ball against the New York Knicks during the third quarter at TD Garden on October 17, 2016 in Boston, Massachusetts.  (Photo by Maddie Meyer/Getty Images)
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The No. 28 pick, R.J. Hunter became the first first-rounder from last year’s draft to fall out of the NBA when the Celtics waived him.

He won’t be out of the league for long.

The Bulls, the only team with an open roster spot, appear close to adding him.

Shams Charania of Yahoo Sports:

Hunter belongs in the league.  Though he must knock down shots far more reliably than he has, Hunter has potential as an outside shooter with complementary ball skills to provide value. Boston just had more NBA-caliber players than roster spots.

He’s far from a lock to succeed in the NBA, but I value Hunter about as much as Tony Snell – whom the Bulls just traded for an upgrade at backup point guard in Michael Carter-Williams. That they could so cheaply replace Snell makes that deal look even better.

Celtics’ Gerald Green braids shamrock into his hair (photo)

NEW YORK, NY - OCTOBER 15:  Gerald Green #30 of the Boston Celtics dribbles up the court against the New York Knicks during the second half of their preseason game at Madison Square Garden on October 15, 2016 in New York City. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement.  (Photo by Michael Reaves/Getty Images)
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Gerald Green was drafted by the Celtics and spent two seasons with them before being traded (in the Kevin Garnett deal).

After stints with the Timberwolves, Rockets, Mavericks, Nets, Pacers, Suns and Heat, he signed with Boston this summer.

Think he’s happy to be back?

Abby Chin of CSN Mid-Atlantic:

Quote of the Day: Joel Embiid says he learned to shoot by watching ‘just regular white people’ on the internet

CAMDEN, NJ - SEPTEMBER 26: Joel Embiid #21 and Dario Saric #9 of the Philadelphia 76ers participate in media day on September 26, 2016 in Camden, New Jersey. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Mitchell Leff/Getty Images)
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Joel Embiid couldn’t endear himself by playing in an NBA game, because he’s been too injured to do that in two pro seasons.

He’s had to resort to witty nicknames, practice-gym dunks, fun-loving stunts, attention-seeking tweets and self-deprecating humor.

Embiid is scheduled to make his NBA debut tonight, when the 76ers play the Thunder. Soon, we’ll judge him more for what he does on the court.

But, first, Embiid went out with one last bang of a quote.

Embiid, via Lee Jenkins of Sports Illustrated:

“You know how I learned to shoot?” Embiid says. “I watched white people. Just regular white people. They really put their elbow in and finish up top. You can find videos of them online.”

Tyronn Lue says ‘they said’ LeBron James has a body of a 19-year-old, but nobody else knows where Cavaliers coach got that

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LeBron James might be the greatest athlete in NBA history.

But even he has shown signs of decline at age 31.

He has gotten multiple back injections and even took a break during the season to rehabilitate in Miami. The forward has treated the last two regular-seasons as glorified warmups for the playoffs.

Just where does LeBron stand physically?

Cavaliers coach Tyronn Lue gave quite the answer.

Joe Vardon of

Lue said James, at 31, “had a chance to get tested this summer and they said he had a body of a 19-year old. Maybe he’s getting younger. Benjamin Button.”

It was a little perplexing because neither James, nor his personal trainer, Mike Mancias, nor general manager David Griffin had any real idea what test Lue was talking about.

This reminds me of Derrick Rose attributing the Knicks and Warriors being super teams to “They’re saying.” Who is they, and what are they smoking?

That LeBron, Mancias and Griffin won’t cop to knowing is quite revealing.

LeBron does not have the body of a 19-year-old. Years of other-worldly play and long playoff runs has taken a toll.

Because he’s declining from such a high peak, LeBron should remain elite for a while. His athleticism might even fluctuate as it trends downward overall.

But Father Time is undefeated, and LeBron didn’t just get a mid-career reset to his rookie physical form.